One of our main tasks today is to set out a clearly defined group of main pages and work out the business benefits for each page. We can then create links to and from each page where necessary to give a better user experience and to help the internal linking structure.
The Scenario – our client has a scientific website and needs to clearly identify the main revenue pages to visitors and the search engines. From a business point of view, it is very important to send potential buyers to your main pages that have a decent level of functionality and ‘capture devices’ to get a name, address and email.
The procedure – we look at these key product pages and make sure the text on each page grabs the visitor in the first few lines. We then make sure the tags are correct and include the keywords for that page. We can also look at providing relevant downloads on this page and links to key information about technical info and applications – basically everything is on one page. The keyword density is correct and the main body text also includes variations of the keywords and may include synonyms.
Creating links – another important area to look at here is to make sure that we inter-link between the pages, so if we cover a confocal microscope on one page we link to another related product page by highlighting the associated keyword as anchor text. This means that if someone sees a live link for ‘laser scanning confocal microscope’ it will direct them to a related page. This helps visitors and also adds a better link structure to your pages. Always link related to each other!
The business SEO part to all this depends very much on the industry you are in. Certain pages will require very technical data and some industry professionals are more comfortable dealing with this type of content than others. Always try to imagine what people will want to see if they have varying levels of expertise and knowledge in this area. This is why it is a good idea to create downloads and links to applications and technical info as well as standard product descriptions and any community type posts or blogs you might have – cater for everyone and make it easy for them to find what THEY want.